I don't know but I've noticed a hell of a lot of effort being put into trying to convince us it's worth watching. I've watched the odd 15 minutes here and there, it's quite honestly rubbish.
It's different from sports like tennis in that the men's and women's games rely on different skills and so a women's tennis match is every bit as entertaining as a men's game, often moreso. In football (and rugby), a lack of strength, skill, fitness, tactical awareness, bravery are all easily exposed and do not make for good entertainment so quite why we're being subjected to this stuff really only has one (cliched) answer: it's political correctness gone mad, innit.